result
What impact did this have on traffic? Rather than gaining traffic from opting out of featured snippets, we quickly lost a ton of traffic.
Overall, we estimate that traffic to all affected pages dropped by 12% after opting out of featured snippets 95% confidence level.
This chart represents the cumulative impact of the test on organic traffic. The blue line in the middle is the best estimate of how the variant page with the change applied would have performed compared to without any changes applied. The blue shaded area represents the 95% confidence interval: there is a 95% probability that the actual result is somewhere in this area. If this area is above or below the horizontal axis, it means that the test is statistically significant.
What can we learn from this?
With the addition of the “data-nosnippet” attribute, the thailand mobile database test had a significant negative impact on organic traffic. In this experiment, having a featured snippet without ranking in the top results was more valuable than not having a featured snippet but ranking in the top results.
After adding the “data-nosnippet” attribute, we not only prevent Google from extracting the data in that part of the HTML page to use as a snippet, but it also allows us to rank again in the SERPs.
However, one negative side effect of running this test was that although some pages were crawled and indexed with the latest changes, the featured snippet was not returned and was now either served to competing pages or never returned.